To develop an awareness in students of the complexities of the contemporary music market.

To introduce students to the practices and processes involved and engaged in addressing the central need for symphony orchestras to develop and sustain audiences.

To introduce students to the methods utilised by a large-scale venue to attarct audiences to a diverse range of music events.

To introduce students to the methods used by large institutions to the need to identify and consolidate stake-holders.

To encourage students to create their own opportunities for learning through interaction with Liverpool Philharmonic as an institution.

The students will be able to assess and interpret the complexi ty of the market for live music perfcrmances.

The students will be able to critique with methods for identifyi ng potential audience members

The students will be able to generate strategies for targetting specific audience segments.

The students will be able to describe and evaluate the operation al demands on a large music institution in regard to developing audiences.

The students will be able to appraise and evaluate the core tasks and responsibilities of personnel charged with audience development.

The students will be able to identify and theorise the need for a range of funding sources in sustaining classical institutions.

Students will evidence and be able to justify their adherence to the professional standards held as fundamental to the practice of the two institutions joined through the degree programme.

Music Markets versus Music Audiences.

Sustaining and developing an audience.

Marketing and promoting live music events of differing kinds.

Identifying and meeting stakeholder needs.

Education projects. Social projects. Heritage projects. Crowd-funding projects.

The module will be informed by presentations made in the first semester module, Managing Classical Music. It will be supported by direct engagement with the Liverpool Philh armonic in the work experience module. Library resources will be accessible through the module reading list, other key learning resources will accessible through VITAL. Students should familiarise themselves with key concepts identified in the literature and take advantage of opportunities to discuss the field with practitioners.

Lecture - The lecture format is used to present the content of the module in ways that assist the stated aims of that module; audience development is a specialised area of practice to which students are best introduced in the form of sequenced lectures.

The reading list concentrates on marketing and promotion because all aspects of sustaining an orchestra and a venue involve identifying and reaching out to potential audiences. Even so, students also need to be aware of public-funding for the arts and of commercial interest in arts sponsorship which, together with philanthropy, continues to help sustain classical ensembles.